Marketing organization American Egg Board (AEB) has launched its “Meant to be Broken” marketing campaign, which was created to challenge young consumers to rethink how they use eggs in their everyday lives.
With the campaign, AEB hopes to inspire egg consumers to “be bold and break something — an expectation, routine and, of course, an egg — to unlock new possibilities.” The organization said the campaign is intended to accelerate and sustain demand for eggs by targeting younger consumers whose needs and preferences are different than their predecessors.
The promotion features three videos: How to Fix Dinner, How to Handle Hunger and How to Make Mornings. The videos will be aired on television and online as video advertisements, as well as through influencers on social media outlet TikTok.
On the promotion, AEB President and CEO Emily Metz stated, “We see it as the first step in a multi-year journey — a movement and a call to action to rediscover eggs and their potential to support the goals and lifestyles of a complex consumer.”
Metz continued: “It’s also a rallying cry for an industry that has seen its share of recent challenges. We’ve been on a journey, on behalf of America’s egg farmers, to break out of our own status quo and explore the opportunities brought forward through risk-taking. We needed to more deeply understand an evolving, younger cohort of millennial and Gen Z consumers whose egg-buying habits are trending behind those of past generations. And we needed a novel message and a fresh approach to create real excitement about the valuable ways eggs can help redefine a love of food.”
According to AEB Vice President of Marketing and Communications Edward Hoffman, the target consumer groups for the campaign are millennials and Generation Z, who are seeking new experiences and looking for new opportunities to “break the rules” concerning egg consumption.
Hoffman said: “Leveraging this knowledge, we repositioned eggs from an often overlooked and underappreciated kitchen staple with specific uses to an indispensable food or ingredient with unlimited potential to support their active, often hectic lives.”
